Zahy Ramadan

An adapted TPB approach to consumers’ acceptance of service-delivery drones

ABSTRACT Organisations and marketers have long debated the consumer–brand relationship. Theorising related to this debate led to self-service technologies, which were implemented to both reduce costs and increase productivity by turning customers into co-producers of services or merely to keep up with technological developments. With the emergence of disruptive technologies, it is imperative to discuss the potential shift from a customer co-created value to a customer–technology relationship that could disrupt the value-based relationship model. In line with advancements in service-delivery drones, and based on the theory of planned behaviour framework, this paper pioneers the discussion on consumers’ intention to accept their use based on their related perceived risks, potential functional benefits, and relational attributes, leading to a new type of relationship with the brand – namely, the customer–drone relationship. This discussion opens a new direction for retailers and academics alike to reflect on during the coming years.

Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue

Purpose Brands have been progressively using social networking sites, namely, Facebook, as part of their strategy to engage their consumers and ultimately build long-term relationships with them. Nonetheless, with the overuse of “engagement ads” by brands, saturation related to information overload is expected to be reached leading to the dilution of the consumer–brand relationship. The purpose of this paper is to fill a gap in the literature which has predominantly focused on the positive side of social networking sites, and hence still lacks a thorough understanding of the potential risks brands face when using Facebook. Accordingly, this research examines the different risks brands would be facing from saturated consumers on social networking sites such as Facebook. Design/methodology/approach A qualitative study was conducted, with a total of 40 respondents using face-to-face semi-structured interviews over two stages. While the first stage of the study focused on examining the saturation risk and its potential negative effects, the second one explored these risks specifically on the consumer–brand relationship on Facebook. The interviews were recorded, transcribed and then coded for analysis using NVivo 8. Findings Brands are overloading their followers with passively endorsed brand messages, which are negatively affecting consumers’ experience on Facebook, as well as the relationship with these brands. This overall dilution of the consumer–brand relationship on Facebook was hence found to be affecting interaction, similarity with friends, the system quality of the social networking site, as well as information quality. Furthermore, this dilution was found to be affecting brand likability, brand trust and brand association. Originality/value The negative implications are still scarcely examined in the literature where social media engagement is predominantly discussed through a positive lens. Hence, this study has the peculiarity of discussing the risks that companies would face with Facebook’s engagement model along with their implications on the consumer-brand relationship.

The gamification of trust: the case of China’s “social credit”

Purpose China is establishing a social credit rating system with the aim to score the trust level of citizens. The scores will be based on an integrated database that includes a vast range of information sources, rating aspects like professional conduct, corruption, type of products bought, peers’ own scores and tax evasion. While this form of gamification is expected to have dire consequences on brands and consumers alike, the literature in that particular area of interest remains non-existent. The paper aims to discuss these issues. Design/methodology/approach A conceptual framework is suggested that highlights early on the risks and implications on brands and companies operating in that particular upcoming landscape. Findings The gamification of trust that the social credit system focuses on presents potential risks on brand and consumer relationships. This in turn will affect brand sustainability vis-a-vis the expected drastic changes in the Chinese business landscape. This study suggests the strategies to follow which will be of high interest to companies, consumers, as well as to the Chinese authorities during and after implementation stage. Originality/value This paper is amongst the first to discuss the potential effects of the Chinese social credit rating system on brands. The conceptual framework fills a sizeable gap in the literature and pioneers the discussion on potential dilemmas brands will be faced with within this new business landscape.

Saturated Nation in Social Networking Sites; An Examination of the Negative Effect of Facebook’s Brand Communities on Brand-Consumer Relationship

Social media today is highly sought after by marketers as it is being hailed as the turning point in how brands will be marketed (Owyang et al. 2009; Qualman 2010; Li and Bernoff 2011). Nonetheless, a careful evaluation needs to be done on the issues and risks this social platform presents as people are becoming overwhelmed with the fast paced society and its faster information production and distribution (Shenk 2003). Saturation, referred to as a communication overload (Shaw 1976), is one aspect of social networking sites’ risks that can negatively affect the brand-consumer relationship. Saturation is driven by information quantity (Streufert and Driver 1967; Jacoby 1977; Kerr and Hiltz 1982; Hiltz and Turrof 1985; Johnson 1998; Shenk 2003), the number of the channels or communities people engage in (Power and Wren 2011) and subsequently the limit to the number of online social relationships consumers can maintain with other members or brands at any given time (Buys and Larsen 1979; Dunbar 1993).